The Role of authenticity in relationship marketing
Abstract
This paper examines the concept of authenticity as it applies to relationship
marketing. The rationale for this paper is the belief that authenticity is a key variable to
consider in the context of successful relationship marketing
scholarly attention from business researchers
scholars from other disciplines have engaged with authenticity
are related to authenticity include trust, integrity and heritage. Furthermore,
several key components of an authenticity framework
relationship marketing, such that authenticity is considered to be a process rather than a state
Authenticity is intrinsically about the individual and is experience
importantly, the process is reflexiv
but is always being made and remade. The paper closes by arguing that
establishing authenticity needs to be carefully
importance in relationship marketing can be measured
Keywords: relationship marketing, authenticity, trust, integrity, process
Journal of Management and Marketing Research
The Role of Authenticity
authenticity in relationship marketing
J. Barry Dickinson
Holy Family University
concept of authenticity as it applies to relationship
marketing. The rationale for this paper is the belief that authenticity is a key variable to
consider in the context of successful relationship marketing. As such, it has received scant
from business researchers. This paper examines the ways in which
have engaged with authenticity. Some of the constructs that
are related to authenticity include trust, integrity and heritage. Furthermore, it identifies
several key components of an authenticity framework that are applicable widely to
relationship marketing, such that authenticity is considered to be a process rather than a state
is intrinsically about the individual and is experienced at that scale. Most
importantly, the process is reflexive and emergent, such that authenticity is never finished,
ays being made and remade. The paper closes by arguing that the process of
needs to be carefully validated as a variable, in order that its
ship marketing can be measured.
Keywords: relationship marketing, authenticity, trust, integrity, process
Journal of Management and Marketing Research
The Role of Authenticity, Page 1
authenticity in relationship marketing
concept of authenticity as it applies to relationship
marketing. The rationale for this paper is the belief that authenticity is a key variable to
. As such, it has received scant
in which
. Some of the constructs that
identifies
that are applicable widely to
relationship marketing, such that authenticity is considered to be a process rather than a state.
at that scale. Most
e and emergent, such that authenticity is never finished,
the process of
as a variable, in order that its
Introduction
This paper explores the concept of authenti
believed that authenticity is a very important variable within marketing and specifically
relationship marketing. However, the construct has
This paper explores the definition of
how it has been elucidated by others in the field,
conceptually, and provide some signposts to how it might be empirically tested.
approaches this in two ways. First, it
relationship marketing context, where relationship marketing as an approach came from, how
it has evolved over time, and how it
is to demonstrate why the idea of authenticity
within the framework of relationship marketing.
many authentic-like concepts in relationship marketing
honesty, but it is argued that none of these concepts quite encapsulates all of the variables
within relationship marketing. It is then argued that authenticity is perhaps a better
framework for understanding the complexity of relationship marketing, and a definition of
authenticity is offered.
Relationship marketing emerged
twentieth century. However, it has assumed increasing attention by marketing scholars wit
the advent of emerging communications technologies that have chang
between buyer and seller. This section
so that a more substantive discussion
One of the first notable uses of the phrase “relationship marketing” was
the marketing of services (Berry, 1983). However,
universally recognized for identify
“Despite the importance generally ascribed to the idea of exchange, marketing
research has largely neglected
tending to study transactions as discrete events. The lack of attention to antecedent
conditions and processes
in the development of marketing knowledge”
At its root, relationship marketing is essentially a
away from a focus on transactions to a focus on t
adopt this long-term perspective of the customer, the seller must
buying behavior and motivations of its
radically new way of thinking about
buyer and the seller each evaluate their satisfaction with t
transaction in isolation but through the prism of
Relationship marketing initially surfaced in
migrated across virtually all marketing strategies
‘relationship type strategies’ that have
(Kanagal, 2009). The emergence of new technologies
management (CRM) software programs,
marketing philosophy. Relationship marketing works in it
service is something that needs to be
a range of choices for his/her purchase
1998). Although there are variations on the theme of
feature is the unfolding of the relationship
This very simple definition belies what is in fact a very complex approach to business.
Relationship marketing is based on collect
Journal of Management and Marketing Research
The Role of Authenticity
the concept of authenticity in relationship marketing.
is a very important variable within marketing and specifically
However, the construct has had relatively little scholarly attention.
the definition of authenticity in the context of relationship mark
it has been elucidated by others in the field, how it can be framed analytically and
conceptually, and provide some signposts to how it might be empirically tested.
approaches this in two ways. First, it provides a sound grounding of authenticity in a
, where relationship marketing as an approach came from, how
it has evolved over time, and how it has been deployed in the field. The purpose of doing this
the idea of authenticity, as a key marketing variable, is best explored
within the framework of relationship marketing. Second, it is acknowledged that there are
like concepts in relationship marketing, such as notions of trust, integrity or
d that none of these concepts quite encapsulates all of the variables
It is then argued that authenticity is perhaps a better
framework for understanding the complexity of relationship marketing, and a definition of
emerged as a recognized discipline in the later part of the
twentieth century. However, it has assumed increasing attention by marketing scholars wit
emerging communications technologies that have changed the relationship
This section briefly introduces the relationship marketing
discussion concerning authenticity can be launched.
notable uses of the phrase “relationship marketing” was concerning
(Berry, 1983). However, Dwyer, Schurr and Oh (1987)
universally recognized for identify relationship marketing as a distinct construct:
e generally ascribed to the idea of exchange, marketing
neglected the relationship aspect of buyer-seller behaviour, while
tending to study transactions as discrete events. The lack of attention to antecedent
conditions and processes for buyer-seller exchange relationships is a serious omission
in the development of marketing knowledge” (p. 11).
root, relationship marketing is essentially an evolution of the marketing
focus on transactions to a focus on the lifetime value of a customer.
term perspective of the customer, the seller must thoroughly understand the
and motivations of its customer base. Relationship marketing represents a
about the relationship between the customer and the seller
evaluate their satisfaction with the relationship not through a single
transaction in isolation but through the prism of an inter-connected series of transactions
initially surfaced in direct response marketing but it has now
all marketing strategies. The concept refers to a wide range of
‘relationship type strategies’ that have emerged in product as well as service markets
The emergence of new technologies, such as customer relationship
management (CRM) software programs, has also assisted in the adoption of a relation
Relationship marketing works in its purest form when the product or
service is something that needs to be, or can be, purchased at intervals, and the customer has
purchase (Fontenot & Wilson, 1997; Morris, Brunyee,
Although there are variations on the theme of relationship marketing, the defining
of the relationship over an extended time.
This very simple definition belies what is in fact a very complex approach to business.
marketing is based on collecting information about customers, such as
Journal of Management and Marketing Research
The Role of Authenticity, Page 2
. It is
is a very important variable within marketing and specifically
had relatively little scholarly attention.
in the context of relationship marketing,
how it can be framed analytically and
conceptually, and provide some signposts to how it might be empirically tested. The paper
uthenticity in a
, where relationship marketing as an approach came from, how
. The purpose of doing this
is best explored
it is acknowledged that there are
, such as notions of trust, integrity or
d that none of these concepts quite encapsulates all of the variables
It is then argued that authenticity is perhaps a better
framework for understanding the complexity of relationship marketing, and a definition of
r part of the
twentieth century. However, it has assumed increasing attention by marketing scholars with
he relationship
relationship marketing concept,
launched.
concerning
(1987) are
:
e generally ascribed to the idea of exchange, marketing
seller behaviour, while
tending to study transactions as discrete events. The lack of attention to antecedent
seller exchange relationships is a serious omission
the marketing concept
lifetime value of a customer. In order to
understand the
Relationship marketing represents a
the relationship between the customer and the seller. The
not through a single
connected series of transactions.
irect response marketing but it has now
refers to a wide range of
service markets
such as customer relationship
adoption of a relationship
the product or
purchased at intervals, and the customer has
, Brunyee, & Page,
the defining
This very simple definition belies what is in fact a very complex approach to business.
such as their
behaviors and motivations, and using
Researchers have focused their attention on the nature of this personalized relationship.
have been numerous theories advanced that seek to identify the
maintaining the relationship. It is argued here
approaches have provided insight
capture the relationship in its entirety.
What has accelerated this sty
development of communications technology and
several generations of Customer Relationship Management systems
2004). In tandem with this, the growth in online commerce has provided a technological
context to collect information on customers as they access online
forms of social media are remaking the practice of relationship marketing, as people come
into contact with brands in a whole new variety of ways, and in particular, ways that involve
the influence of their peers and feedback loops
advancements have made it very easy to collect huge
Moreover, these innovations have
the collection of information to methods of interpreting the information. By interpreting
buyer behavior accurately, marketers can create
The results of relationship marketing become more powerful as more
and the seller gets a clearer picture of its customers.
While relationship marketing began as the desire to build a long
beneficial, relationship with a customer, it has evolved to become an entire approach
organizations and business processes. The key to successfully retaining and building
relationships with customers is to understand their behavio
other key variables. Some researchers
through manipulating the marketing mix, might not be
relationships. The traditional method
in a way that allows them to assess and respond to customer
particular, these researchers argue that rather than organiz
marketing, operations and so forth, successful organizations
around customer experiences and procedur
The next section of the paper
grounding theory for authenticity
‘authentic-like’ notions within marketing,
of the variables within a relationship marketing scenario, so it is necessary to offer a ne
theoretical approach. Other social science disciplines do address the notion of authenticity as
a construct. This is the foundation or ground
authenticity in relationship marketing. In doing this,
most of the elements of authentic
amongst these are notions such as trust and heritage. These
nebulous and are not adequately
marketing mix. These concepts need to be explored in the context of a rel
buyer and seller that evolves over time.
explored through the prism of relationship marketing;
rather than just apply it as a variable, is best don
Before trying to suggest ways of testing authenticity, it is necessary to produce a
credible definition of it. What follows is a review of the various ways that academics have
approached authenticity and authentic
constructs in relationship marketing
purpose of doing this is to demonstrate the need for a more carefully thought out
Journal of Management and Marketing Research
The Role of Authenticity
using this to develop a personalized relationship with them.
Researchers have focused their attention on the nature of this personalized relationship.
advanced that seek to identify the key variables in creating a
t is argued herein that while many of these theoretical
approaches have provided insight into the relationship, none of them quite managed to
capture the relationship in its entirety.
What has accelerated this style of marketing over the last few decades is the
ations technology and, in particular, the rapid development of
several generations of Customer Relationship Management systems (Gummesson,
. In tandem with this, the growth in online commerce has provided a technological
information on customers as they access online stores. In addition, new
re remaking the practice of relationship marketing, as people come
into contact with brands in a whole new variety of ways, and in particular, ways that involve
the influence of their peers and feedback loops (Meadows-Klue, 2008). These techno
made it very easy to collect huge amounts of data about customers.
Moreover, these innovations have shifted the challenge of relationship marketing
the collection of information to methods of interpreting the information. By interpreting
buyer behavior accurately, marketers can create an authentic experience for the customer.
results of relationship marketing become more powerful as more information is collected
and the seller gets a clearer picture of its customers.
While relationship marketing began as the desire to build a long-term, mutually
beneficial, relationship with a customer, it has evolved to become an entire approach
organizations and business processes. The key to successfully retaining and building
is to understand their behaviors, needs, wants, dislikes, and
researchers argue that the traditional approach to marketing,
through manipulating the marketing mix, might not be the best mechanism for building these
The traditional method is too rigid and organizations need to deploy themselves
in a way that allows them to assess and respond to customer relationships (Gordon, 1999)
these researchers argue that rather than organize around functions such as sales,
and so forth, successful organizations should organize themselves
around customer experiences and procedures.
of the paper addresses why relationship marketing makes a good
authenticity. Although there has been considerable work done
within marketing, none of them quite encapsulates all of the diversity
of the variables within a relationship marketing scenario, so it is necessary to offer a ne
. Other social science disciplines do address the notion of authenticity as
foundation or grounding for developing an initial model of
authenticity in relationship marketing. In doing this, the model of authenticity does contain
authentic-like constructions discussed in the next section
amongst these are notions such as trust and heritage. These concepts are ultimately quite
captured by traditional marketing models such as the
need to be explored in the context of a relationship between a
d seller that evolves over time. That is not to say that authenticity can onl
of relationship marketing; however, to unpack authenticity itself,
rather than just apply it as a variable, is best done through relationship marketing.
Before trying to suggest ways of testing authenticity, it is necessary to produce a
What follows is a review of the various ways that academics have
and authentic-like concepts. The literature on authentic-
in relationship marketing is examined through a series of interlinked themes
purpose of doing this is to demonstrate the need for a more carefully thought out
Journal of Management and Marketing Research
The Role of Authenticity, Page 3
ed relationship with them.
Researchers have focused their attention on the nature of this personalized relationship. There
key variables in creating and
f these theoretical
quite managed to
is the
the rapid development of
(Gummesson, 2008;
. In tandem with this, the growth in online commerce has provided a technological
stores. In addition, new
re remaking the practice of relationship marketing, as people come
into contact with brands in a whole new variety of ways, and in particular, ways that involve
technological
amounts of data about customers.
shifted the challenge of relationship marketing away from
the collection of information to methods of interpreting the information. By interpreting
ntic experience for the customer.
information is collected
term, mutually
beneficial, relationship with a customer, it has evolved to become an entire approach to
organizations and business processes. The key to successfully retaining and building
slikes, and
marketing,
he best mechanism for building these
ations need to deploy themselves
(Gordon, 1999). In
ch as sales,
e themselves
relationship marketing makes a good
done on
all of the diversity
of the variables within a relationship marketing scenario, so it is necessary to offer a new
. Other social science disciplines do address the notion of authenticity as
developing an initial model of
the model of authenticity does contain
like constructions discussed in the next section; chief
concepts are ultimately quite
ting models such as the
ationship between a
That is not to say that authenticity can only be
, to unpack authenticity itself,
e through relationship marketing.
Before trying to suggest ways of testing authenticity, it is necessary to produce a
What follows is a review of the various ways that academics have
-like
through a series of interlinked themes. The
purpose of doing this is to demonstrate the need for a more carefully thought out and holistic
approach to the relationship, and one that can be tested rather than assumed. The literature on
authentic-like concepts is vast, so the following discussion is not intended to be exhaustive,
but more an efficient means of drawing together
have sought to engage with and define
The Case for Authenticity: Authentic Like Approaches to Relationships
As noted earlier, authors have examined
buyers and sellers within relationship marketing
These attempts have been very valuable exercises in shedding light upon the workings of
these relationships. However, while they have identified a series of key factors
relationships, none of them quite capture
This section of the paper discusses these approaches in a thematic fashion, exploring the key
means by which other academics have sought to engage with
that exist as a result. The specific themes discussed in this section refer to ideas of trust,
honesty, integrity, and ideas of ‘knowing.’
The constructs of trust, honesty
of the nomological net associated with
in a variety of different ways, and this has led to some of the most interesting insights into
relationship marketing. Morgan & Hunt (1994) approach this in th
manner with their assessment of trust and commitment in relationship marketing. They offer
a ‘key mediating variable’ model of trust and commitment
commitment are important factors
offer a slightly more nuanced view of
trust between the buyer and seller/brand in question, as
and Doney & Cannon (1997) argue.
dyad---from the perspective of the buyer. As mentioned earlier,
highly reliant on the ability of the seller to collect
behaviors. In order to use this information,
need to access this data (Luo, 2002; Schoenbachler & Gordon,
(1999) theoretically distinguish between the constructs
by establishing discriminant validity and indicate where each construct
deployed. Hennig-Thurau, Gwinner, & Gremler
discussions on the specific idea of integrity in the relationship.
further than this, and suggests that there are 26 key terms such as trust within relations
marketing that require further analysis. He indicates that
relationship marketing cannot be brought
common vocabulary. Doney & Cannon (1997) focus solely on the idea of trust, and how trust
can be built within a relationship. They suggest a five stage cognitive process, which they
elevate to a full model, and then test
and seller. What is particularly interesting about the Doney & Canon
temporalise trust to an extent, by using their theoretical approach to
of trust, and the future outcomes
trust between two people, but also examine trust between organiz
networked approaches to business.
There have also been specific areas where
of authenticity in conjunction with the idea of trust
the term authenticity. Farrelly & Quester
of trust and commitment in establishing a
Football League. Their findings indicate that there are
Journal of Management and Marketing Research
The Role of Authenticity
, and one that can be tested rather than assumed. The literature on
is vast, so the following discussion is not intended to be exhaustive,
but more an efficient means of drawing together the key ways that other academi
have sought to engage with and define these types of behavior.
The Case for Authenticity: Authentic Like Approaches to Relationships
authors have examined the variables of the relationship between
sellers within relationship marketing framework from a variety of perspectives
These attempts have been very valuable exercises in shedding light upon the workings of
while they have identified a series of key factors that in
, none of them quite captures everything or offers a broader explanatory power
This section of the paper discusses these approaches in a thematic fashion, exploring the key
means by which other academics have sought to engage with this relationship, and the gaps
The specific themes discussed in this section refer to ideas of trust,
ideas of ‘knowing.’
of trust, honesty, commitment, and integrity are often considered
of the nomological net associated with relationship marketing. Authors have approached this
in a variety of different ways, and this has led to some of the most interesting insights into
Morgan & Hunt (1994) approach this in the most direct, if rigid,
manner with their assessment of trust and commitment in relationship marketing. They offer
model of trust and commitment. They conclude that trust and
commitment are important factors in any viable relationship. Other authors have sought to
offer a slightly more nuanced view of trust and commitment. There is a concept of general
trust between the buyer and seller/brand in question, as Morgan & Hunt (1994), Berry (1995)
on (1997) argue. Trust has also been examined from the other side of the
perspective of the buyer. As mentioned earlier, relationship marketing is
he ability of the seller to collect and use data concerning customer
iors. In order to use this information, the customer has to accommodate the seller’s
need to access this data (Luo, 2002; Schoenbachler & Gordon, 2002). Garbarino & Johnson
(1999) theoretically distinguish between the constructs of satisfaction, trust and commitment
by establishing discriminant validity and indicate where each construct might best be
Gwinner, & Gremler (2002) and Nevin (1995) offer useful
discussions on the specific idea of integrity in the relationship. Harker (1999) goes much
further than this, and suggests that there are 26 key terms such as trust within relations
marketing that require further analysis. He indicates that the divergence of models in
be brought under any meaningful theory until there
common vocabulary. Doney & Cannon (1997) focus solely on the idea of trust, and how trust
can be built within a relationship. They suggest a five stage cognitive process, which they
and then test empirically to understand the interaction between buyer
What is particularly interesting about the Doney & Canon (1997) study is that they
temporalise trust to an extent, by using their theoretical approach to identify the antecedents
of changes in trust. Furthermore, they do not just examine
so examine trust between organizations, in the context of
networked approaches to business.
There have also been specific areas where people have attempted to deploy the notion
of authenticity in conjunction with the idea of trust, though they have not attempted to define
. Farrelly & Quester (2003) provide an excellent analysis of the core rol
ent in establishing a relationship between sponsors and the Australian
. Their findings indicate that there are both economic and non-economic
Journal of Management and Marketing Research
The Role of Authenticity, Page 4
, and one that can be tested rather than assumed. The literature on
is vast, so the following discussion is not intended to be exhaustive,
the key ways that other academic disciplines
the variables of the relationship between
from a variety of perspectives.
These attempts have been very valuable exercises in shedding light upon the workings of
that influence
a broader explanatory power.
This section of the paper discusses these approaches in a thematic fashion, exploring the key
ship, and the gaps
The specific themes discussed in this section refer to ideas of trust,
often considered part
relationship marketing. Authors have approached this
in a variety of different ways, and this has led to some of the most interesting insights into
e most direct, if rigid,
manner with their assessment of trust and commitment in relationship marketing. They offer
trust and
Other authors have sought to
here is a concept of general
Morgan & Hunt (1994), Berry (1995)
the other side of the
relationship marketing is
and use data concerning customer
accommodate the seller’s
Garbarino & Johnson
commitment
might best be
and Nevin (1995) offer useful
Harker (1999) goes much
further than this, and suggests that there are 26 key terms such as trust within relationship
the divergence of models in
until there is a
common vocabulary. Doney & Cannon (1997) focus solely on the idea of trust, and how trust
can be built within a relationship. They suggest a five stage cognitive process, which they
the interaction between buyer
study is that they
the antecedents
do not just examine
ations, in the context of
people have attempted to deploy the notion
, though they have not attempted to define
provide an excellent analysis of the core role
relationship between sponsors and the Australian
economic
benefits for both sides of the dyad
approached this in a broader manner, through their analysis of
relationships are established in the marketing of business
points to the fact that the creation of an authentic and successfu
through the two-way interaction of people. I
it is manufactured through the interactions of two people over time. Central to that process is
the idea of trust and respect. Murphy
through trying to understand what might constitute the idea of ‘authentic trust’ within
relationship marketing and how that might be tested. They also
ethical marketing. Groves (2001), in his ex
relationship with consumers in the British food industry
authenticity can be created through trust in the manufacture and provenance of
Pfaffenberger (2000) demonstrated
emotions, such as fear. He examines this in the context of the information technology
industry where the consumer think
such as data loss and computer failure
From these efforts to explore and define trust,
forward can be discerned. Trust is essentially a construct of social relations that shifts
time. Trust exists not only between individuals
that they interact. What constitutes trust changes over time, as
It is arguable that this construct of trust is a subset of a wid
the notion of changing through time is something that is important to a wider definition of
authenticity.
These efforts to engage with notions of trust and kindred concepts within relationship
marketing have been very useful in understand
relationship. However, they do not go far enough. Trust,
explain the relationship between buyer and seller.
marketing is longevity. Longevity
indicates that ideas such as trust are built up over time.
The work of Grönroos (1997) and Buttle (1996)
relationship marketing, have noted that one of the key defining characteristics of relationship
marketing is the development of the relationship over a much longer time pe
previously considered. The factors th
over time included a myriad of things concerning
marketing and sales processes employed in selling it.
step further by arguing that things like trust, integrity and value shift in definition over time,
and any understanding of the dynamics of relationship marketing will necessarily hinge on
understanding how key variables shift in definition and meaning over time
variables shifting over time is a key concept returned to later in this
It is important to understand why th
because longevity on its own is not that significant, it is the
longevity that are more important. One of the key parts of trust in a relat
durable and has been tested over time. Doney & Cannon (1997) confirm this in their analysis
of the cognitive processes involved in establishing
also affects relationships, in that
customer and the seller.
Much has been made of the different kinds of data that can be collected on customers,
and the data that can be collected on sellers, and which kinds of data allow you to better
‘know’ each party, trust each party, and approximate what they will be likely to do.
this research has focused on the data the seller can collect on the buyer, whi
Journal of Management and Marketing Research
The Role of Authenticity
for both sides of the dyad. Sharma, Tzokas, Saren, & Kyziridis (1999) have
manner, through their analysis of the mechanism in which
in the marketing of business-to-business services. Their analysis
points to the fact that the creation of an authentic and successful relationship is accomplished
way interaction of people. It is not a case of projecting authenticity as such,
it is manufactured through the interactions of two people over time. Central to that process is
the idea of trust and respect. Murphy, Laczniak, & Wood (2007) have approached this
through trying to understand what might constitute the idea of ‘authentic trust’ within
relationship marketing and how that might be tested. They also place this in the context of
. Groves (2001), in his examination of building authenticity into the
relationship with consumers in the British food industry, has noted the ways in which
authenticity can be created through trust in the manufacture and provenance of goods.
demonstrated ways in which an authentic relationship can be
He examines this in the context of the information technology
thinks they have authentic, genuine, protection from disasters
er failure, and they trust the supplier to deliver.
From these efforts to explore and define trust, a number of elements that can
forward can be discerned. Trust is essentially a construct of social relations that shifts
between individuals but also embedded in the context
. What constitutes trust changes over time, as actions and situations
It is arguable that this construct of trust is a subset of a wider construct of authenticity, and
the notion of changing through time is something that is important to a wider definition of
These efforts to engage with notions of trust and kindred concepts within relationship
ful in understanding some of the dynamics of the buyer/seller
they do not go far enough. Trust, honesty, and integrity alone do not
explain the relationship between buyer and seller. Another authentic-like facet of relationship
. Longevity is a positive aspect in relationship marketing and
that ideas such as trust are built up over time.
Grönroos (1997) and Buttle (1996), in elucidating the basic premise of
relationship marketing, have noted that one of the key defining characteristics of relationship
marketing is the development of the relationship over a much longer time period than was
previously considered. The factors that they identified as crucial in sustaining a rela
myriad of things concerning both the brand in question, as well as
marketing and sales processes employed in selling it. Ravald & Grönroos (1997) take this one
r by arguing that things like trust, integrity and value shift in definition over time,
and any understanding of the dynamics of relationship marketing will necessarily hinge on
understanding how key variables shift in definition and meaning over time. This idea of
r time is a key concept returned to later in this paper.
It is important to understand why this is an authentic-like behavior; it is authentic
because longevity on its own is not that significant, it is the qualities associated with
longevity that are more important. One of the key parts of trust in a relationship is that it is
been tested over time. Doney & Cannon (1997) confirm this in their analysis
of the cognitive processes involved in establishing trust amongst actors. However, longevity
relationships, in that longevity also imports a sense of ‘knowing’ both the
Much has been made of the different kinds of data that can be collected on customers,
e data that can be collected on sellers, and which kinds of data allow you to better
‘know’ each party, trust each party, and approximate what they will be likely to do.
this research has focused on the data the seller can collect on the buyer, which ranges from
Journal of Management and Marketing Research
The Role of Authenticity, Page 5
(1999) have
the mechanism in which
business services. Their analysis
accomplished
t is not a case of projecting authenticity as such,
it is manufactured through the interactions of two people over time. Central to that process is
(2007) have approached this
through trying to understand what might constitute the idea of ‘authentic trust’ within
place this in the context of
amination of building authenticity into the
in which
goods.
can be based on
He examines this in the context of the information technology
they have authentic, genuine, protection from disasters,
a number of elements that can be taken
forward can be discerned. Trust is essentially a construct of social relations that shifts over
the context in which
ctions and situations change.
er construct of authenticity, and
the notion of changing through time is something that is important to a wider definition of
These efforts to engage with notions of trust and kindred concepts within relationship
ing some of the dynamics of the buyer/seller
and integrity alone do not
like facet of relationship
is a positive aspect in relationship marketing and it
elucidating the basic premise of
relationship marketing, have noted that one of the key defining characteristics of relationship
riod than was
relationship
as well as the
nroos (1997) take this one
r by arguing that things like trust, integrity and value shift in definition over time,
and any understanding of the dynamics of relationship marketing will necessarily hinge on
s idea of
r; it is authentic
associated with
ionship is that it is
been tested over time. Doney & Cannon (1997) confirm this in their analysis
trust amongst actors. However, longevity
longevity also imports a sense of ‘knowing’ both the
Much has been made of the different kinds of data that can be collected on customers,
e data that can be collected on sellers, and which kinds of data allow you to better
‘know’ each party, trust each party, and approximate what they will be likely to do. Most of
ch ranges from
the initial calls of Khalil & Harcar (1999) that relationship marketing needed to harness
growing IT capabilities to collect ‘timely data’ on the customer, the market and products in
order to develop properly. Ryals & Knox
data has changed organizations, particularly with regards to CRM applications. However,
there has also been a growing band of work that has focused not o
analyzing which data is most useful from the p
relatively easily. Key examples of this include the work of Rud (2001) on how to mode
deploy the data collected and the work of Shaw
to discern behavioral patterns in
literature stream has is that it does not give much in the way of wider explanatory power to
relationship marketing. There is no doubt that the ability to gather and interpret data is a vital
part of maintaining a successful customer relationship, b
is a need for an notion that seeks to both recogniz
relationship, but also has the ability to offer a wider analytical framewo
relationship marketing.
Having now established a number of ways that acade
conceptualize the relationship in relationship marketing, it is necessary to establish where
authenticity fits as a construct. The passages
attempts to understand the relationship, but none of th
comprehensive fashion. Each attempt has generally focused on a single facet of the
relationship, and it is not really possibl
between buyer and seller from them. Therefore, the rest of this paper argues that the concept
of authenticity could be profitably deployed to try and draw all of these different aspects of
analysis together, and offer a lens with broader explanatory power for examining relationship
marketing.
Defining Authenticity
What is immediately obvious about the literature on relationship marketing is that
authenticity has not been a prominent theme
there seems to be an element of confusion
some respects, and thus authenticity is not often considered as an independent variable within
relationship marketing itself. This paper is a first step towards trying to understand
authenticity in more precise and wider
that bear examination.
Before analyzing the way that other academics have tried to use
set out our definition of authenticity, and then explore how this has been created through the
work of other authors. We take authenticity to be a reflexive process, whereby the seller
indicates to the buyer that it is acceptable
process because the way in which
shifts over time. Moreover, it encompass
above: trust, longevity, and knowing.
longevity, and knowing are continually negotiated over time, and the relationship builds
through continual cycles of the process.
sought to demonstrate the fragile nature of constructs like trust and knowing the customer,
and particularly, the way that they are strengthened over time
the way in which all of these constructs are intertwined and made real thr
interactions of business. Authenticity is not just about trust or longevity, or knowing, it is
about the dynamic way in which
Journal of Management and Marketing Research
The Role of Authenticity
the initial calls of Khalil & Harcar (1999) that relationship marketing needed to harness
growing IT capabilities to collect ‘timely data’ on the customer, the market and products in
order to develop properly. Ryals & Knox (2001) comment on how this need to pursue
ations, particularly with regards to CRM applications. However,
there has also been a growing band of work that has focused not on collecting data, but on
ing which data is most useful from the plethora of data that can now be collected
Key examples of this include the work of Rud (2001) on how to mode
and the work of Shaw, Subramaniam, Tan, & Welge (2001) on how
ral patterns in customer relationships. Again, the difficulty that this
literature stream has is that it does not give much in the way of wider explanatory power to
relationship marketing. There is no doubt that the ability to gather and interpret data is a vital
maintaining a successful customer relationship, but it is only one element of it.
tion that seeks to both recognize the importance of ways of knowing in the
relationship, but also has the ability to offer a wider analytical framework for studying
Having now established a number of ways that academics have sought to
e the relationship in relationship marketing, it is necessary to establish where
as a construct. The passages above note that there have been a diversity of
attempts to understand the relationship, but none of them captures everything in a
fashion. Each attempt has generally focused on a single facet of the
ot really possible to gain a broader understanding of the relationship
between buyer and seller from them. Therefore, the rest of this paper argues that the concept
of authenticity could be profitably deployed to try and draw all of these different aspects of
ther, and offer a lens with broader explanatory power for examining relationship
What is immediately obvious about the literature on relationship marketing is that
authenticity has not been a prominent theme. However, where authenticity has been deployed
there seems to be an element of confusion between relationship marketing and authenticity in
some respects, and thus authenticity is not often considered as an independent variable within
ng itself. This paper is a first step towards trying to understand
more precise and wider terms, though there are other elements of the literature
ing the way that other academics have tried to use authenticity, we will
set out our definition of authenticity, and then explore how this has been created through the
work of other authors. We take authenticity to be a reflexive process, whereby the seller
acceptable to engage in business. We cast authenticity as a
in which the seller signals to the buyer that it is acceptable
encompasses all the aspects of authentic-like models describe
and knowing. Understanding of each of these themes of trust,
and knowing are continually negotiated over time, and the relationship builds
through continual cycles of the process. The cited literature in the preceding literature has
to demonstrate the fragile nature of constructs like trust and knowing the customer,
the way that they are strengthened over time. Authenticity is not a state, but
all of these constructs are intertwined and made real through the day
interactions of business. Authenticity is not just about trust or longevity, or knowing, it is
in which they all fuse together in a reflexive process.
Journal of Management and Marketing Research
The Role of Authenticity, Page 6
the initial calls of Khalil & Harcar (1999) that relationship marketing needed to harness
growing IT capabilities to collect ‘timely data’ on the customer, the market and products in
how this need to pursue timely
ations, particularly with regards to CRM applications. However,
n collecting data, but on
lethora of data that can now be collected
Key examples of this include the work of Rud (2001) on how to model and
2001) on how
Again, the difficulty that this
literature stream has is that it does not give much in the way of wider explanatory power to
relationship marketing. There is no doubt that the ability to gather and interpret data is a vital
ut it is only one element of it. There
e the importance of ways of knowing in the
rk for studying
mics have sought to
e the relationship in relationship marketing, it is necessary to establish where
above note that there have been a diversity of
em captures everything in a
fashion. Each attempt has generally focused on a single facet of the
e to gain a broader understanding of the relationship
between buyer and seller from them. Therefore, the rest of this paper argues that the concept
of authenticity could be profitably deployed to try and draw all of these different aspects of
ther, and offer a lens with broader explanatory power for examining relationship
What is immediately obvious about the literature on relationship marketing is that
where authenticity has been deployed
between relationship marketing and authenticity in
some respects, and thus authenticity is not often considered as an independent variable within
ng itself. This paper is a first step towards trying to understand
terms, though there are other elements of the literature
authenticity, we will
set out our definition of authenticity, and then explore how this has been created through the
work of other authors. We take authenticity to be a reflexive process, whereby the seller
ngage in business. We cast authenticity as a
acceptable to engage
like models describe
of each of these themes of trust,
and knowing are continually negotiated over time, and the relationship builds
The cited literature in the preceding literature has
to demonstrate the fragile nature of constructs like trust and knowing the customer,
nticity is not a state, but
ough the day-to-day
interactions of business. Authenticity is not just about trust or longevity, or knowing, it is
Researchers in other disci
have come up with a variety of ways
begins with some of the more abstract, philosophical, approaches to authenticity, before
moving on to some more applied app
of authenticity, built on the philosophy o
authenticity as a socially constructed concept
Finally, he examines the “bonds that unite authenticity and individualism
anthropological bases of authenticity
based around various aspects of culture, which is a collective
the work of Heidegger, who has focused on authenticity as an existential concept,
draws on the second point made by Handler (1986), with the notion that authenticity is
ultimately to be understood through the existence of the individual, and their attempt
bring meaning to that existence (Park, 2006)
a powerful one, but it is important to recogniz
something that is constantly evolving
disciplines, and notes that authenticity is not a state or static notion, but is in fact a continual
process of maintaining and remaking authenticity.
These ideas have been explored
a significant element of commercial advantage.
(1986), which attempted to build on the work of Heidegger and that of MacCannell (1973),
develops a framework of multiple authenticities,
of authenticity and inauthenticity.
authenticity is, to an extent, a social construct
embellishment designed to create the impression of an authentic experience where
not genuinely exist. In the particular case of marketing and relationship marketing, there is a
disjuncture between the commercial sensibilities o
market to customers.
One of the best examples of this literature is the work of Beverland
who have analyzed ways in which
decouple the images that they project of their organisation from the commercial activities.
They argue that this results in something of a conflict for managing the relationship of the
brand with the consumer, because the relationship is based on the crea
authenticity in their wine, and this is wedded to ideas of the past
threat of the consumer becoming aware of this disjuncture
destroyed. What makes this relevant to relationship ma
find authenticity in the wine per se
and the producer, as well as the trust they invest. What constitutes an authentic relationship
will shift over time, as the terms of what makes a real, authentic product change and the seller
strives to maintain that relationship.
Another way of teasing apart the
contexts and people, and that the creation of
This somewhat simplistic approach to developing authenticity has been taken further by more
modern works such as that by Chhabra (2005
authenticity as a four stage process that goes from the originator to the consumer, and has
developed this in later work to be a full stage authenticity continuum
this process move from stage one at the originator through a series of liaisons to the consumer
in stage four. This author would suggest that authenticity is not a closed process or
continuum, but is a reflexive process that is manufactured and maintained by both the
producer and consumer. This is most powerfully demonstrated by Cranton
(2004) who have elucidated how teachers develop authenticity as a fluid process that moves
Journal of Management and Marketing Research
The Role of Authenticity
s in other disciplines have devoted attention to defining authenticity
have come up with a variety of ways in which to conceptualize the construct. This section
with some of the more abstract, philosophical, approaches to authenticity, before
moving on to some more applied approaches. Handler (1986) has offered a three
of authenticity, built on the philosophy of Toqueville (1835). The first perspective
socially constructed concept. Second, he views it from the individual level.
bonds that unite authenticity and individualism.” Specifically
of authenticity. This often leads to questions of authenticity
based around various aspects of culture, which is a collective notion. Much has been made of
ork of Heidegger, who has focused on authenticity as an existential concept,
draws on the second point made by Handler (1986), with the notion that authenticity is
ultimately to be understood through the existence of the individual, and their attempt
(Park, 2006). The idea of authenticity as a social cons
but it is important to recognize that authenticity is not a static state, but
evolving. This last point has been developed across a variety of
disciplines, and notes that authenticity is not a state or static notion, but is in fact a continual
process of maintaining and remaking authenticity.
These ideas have been explored, particularly in tourism studies, where authenticity is
element of commercial advantage. For example, the work of Pearce
to build on the work of Heidegger and that of MacCannell (1973),
of multiple authenticities, chiefly to express this through a dichotomy
of authenticity and inauthenticity. This indicates that any kind of conceptualization
, a social construct and will entertain elements of fakery and
embellishment designed to create the impression of an authentic experience where
In the particular case of marketing and relationship marketing, there is a
ercial sensibilities of the company and the image that they
One of the best examples of this literature is the work of Beverland & Luxton (2005)
ways in which companies in the commercial wine sector deliberately
decouple the images that they project of their organisation from the commercial activities.
They argue that this results in something of a conflict for managing the relationship of the
brand with the consumer, because the relationship is based on the creation of the concept of
authenticity in their wine, and this is wedded to ideas of the past. This is constantly under
oming aware of this disjuncture and the relationship being
What makes this relevant to relationship marketing is that the customer does not
authenticity in the wine per se but in their perception of the relationship between them
he trust they invest. What constitutes an authentic relationship
terms of what makes a real, authentic product change and the seller
strives to maintain that relationship.
Another way of teasing apart the construct of authenticity is found separately in
that the creation of successful authenticity is achieved through both.
This somewhat simplistic approach to developing authenticity has been taken further by more
works such as that by Chhabra (2005; 2008). Chhabra (2005) develops the notion of
tage process that goes from the originator to the consumer, and has
developed this in later work to be a full stage authenticity continuum (2008). The stages of
this process move from stage one at the originator through a series of liaisons to the consumer
. This author would suggest that authenticity is not a closed process or
continuum, but is a reflexive process that is manufactured and maintained by both the
This is most powerfully demonstrated by Cranton & Carusetta
elucidated how teachers develop authenticity as a fluid process that moves
Journal of Management and Marketing Research
The Role of Authenticity, Page 7
authenticity and
This section
with some of the more abstract, philosophical, approaches to authenticity, before
three-point view
perspective casts
individual level.
pecifically,
questions of authenticity as being
notion. Much has been made of
ork of Heidegger, who has focused on authenticity as an existential concept, which
draws on the second point made by Handler (1986), with the notion that authenticity is
ultimately to be understood through the existence of the individual, and their attempts to
. The idea of authenticity as a social construct is
e that authenticity is not a static state, but
en developed across a variety of
disciplines, and notes that authenticity is not a state or static notion, but is in fact a continual
where authenticity is
the work of Pearce & Moscardo
to build on the work of Heidegger and that of MacCannell (1973),
ly to express this through a dichotomy
conceptualization of
and will entertain elements of fakery and
embellishment designed to create the impression of an authentic experience where one may
In the particular case of marketing and relationship marketing, there is a
and the image that they
& Luxton (2005)
companies in the commercial wine sector deliberately
decouple the images that they project of their organisation from the commercial activities.
They argue that this results in something of a conflict for managing the relationship of the
tion of the concept of
his is constantly under
and the relationship being
rketing is that the customer does not
but in their perception of the relationship between them
he trust they invest. What constitutes an authentic relationship
terms of what makes a real, authentic product change and the seller
of authenticity is found separately in
successful authenticity is achieved through both.
This somewhat simplistic approach to developing authenticity has been taken further by more
Chhabra (2005) develops the notion of
tage process that goes from the originator to the consumer, and has
he stages of
this process move from stage one at the originator through a series of liaisons to the consumer
. This author would suggest that authenticity is not a closed process or
continuum, but is a reflexive process that is manufactured and maintained by both the
& Carusetta
elucidated how teachers develop authenticity as a fluid process that moves
through different contexts and participants
inspiration from Jung rather than the existential authenticity of Heidegger.
idea that what constitutes an authentic relationship, and the constituents of that such as trust
and understanding, shift in both different contexts and with different peoples.
method of approaching this comes from Rahm
used Piagetin thought and systems theory to cast authenticity as perpetually
notion of emergence and fluidity
definition of authenticity.
Management scholars have devoted
facet of modern leadership (Avolio
Cooper, Scandura, & Schriesheim
and understand the role of authenticity in learning and learning technologies
Oliver, & Reeves, 2003; Newmann
extension of the idea developed earlier that authenticity is a concept that i
individual, that it is a fluid state, and that it is an experiential phenomenon. That is, it is
something that is experienced rather than something that has a physical manifestation.
developed excellently by Shamir &
built around self concept clarity, self knowledge and self concordance and that authentic
leadership is built entirely around the self.
This idea that authenticity is a fluid, reflexive proce
importance within the context of relationship marketing
literature in this manner. While this idea of authenticity is vague, longevity or perceived
longevity is one of its defining fea
continually evolves over time, this couples very neatly with the mechanic that governs
relationship marketing. However,
time and authenticity in relationship marketing.
Much of the work in the tourist literature
defined, does tend to rely on notions of history, a historical
the notion of heritage. This can be considered in light of
preceding section on the authentic
something much more complex than the acknowledgement that authenticity and relationship
marketing develop over protracted periods of time.
context of marketing tourism attractions, but the points are valid across any area of
marketing. Goulding (2000) provides a
heritage is actively marketed and how authenticity is crucial to that
involved in transplanting this to the specific setting of relationship marketing, but it is
necessary. This analysis of authenticity in the marketing of history n
sense, such that there is a consideration into the role that history plays in the marketing of
authenticity. That is not to say that some work in this area has not already been done, such as
that by Nancarrow & Nancarrow (2002)
develops the relationship with its customer with a crucial emphasis on authenticity
relationship is incrementally developed through
through manipulating the experience
authentic branding and is developed through many iterations of a reflexive process between
customer and seller.
Moving Forward
The preceding sections of this paper have sought to
there is a body of work that focuses on concepts and constructs that are similar to
Journal of Management and Marketing Research
The Role of Authenticity
through different contexts and participants. They choose to take their philosophical
inspiration from Jung rather than the existential authenticity of Heidegger. Key here is the
idea that what constitutes an authentic relationship, and the constituents of that such as trust
and understanding, shift in both different contexts and with different peoples. A further
this comes from Rahm, Miller, Hartley, & Moore (2003) who have
used Piagetin thought and systems theory to cast authenticity as perpetually emergent
notion of emergence and fluidity is compelling and should be the foundation of any resulting
Management scholars have devoted some attention to trying to define authenticity
Avolio & Gardener, 2005; Ilies, Morgeson, & Nahrgang
, Scandura, & Schriesheim, 2005). Scholars of learning have also attempted
and understand the role of authenticity in learning and learning technologies (Herrington
Newmann, Marks, & Gamoran, 1996). These studies are an
extension of the idea developed earlier that authenticity is a concept that is centred on the
that it is a fluid state, and that it is an experiential phenomenon. That is, it is
something that is experienced rather than something that has a physical manifestation.
developed excellently by Shamir & Eilam (2005) who focus on the idea of authenticity being
built around self concept clarity, self knowledge and self concordance and that authentic
leadership is built entirely around the self.
This idea that authenticity is a fluid, reflexive process is crucial to understanding its
importance within the context of relationship marketing. There are a number of facets to the
While this idea of authenticity is vague, longevity or perceived
longevity is one of its defining features. Clearly, if authenticity were defined as a process that
continually evolves over time, this couples very neatly with the mechanic that governs
However, there is a considerably more nuanced way of approaching
city in relationship marketing.
Much of the work in the tourist literature demonstrates that authenticity, however it is
tions of history, a historical view of the past, and particularly
be considered in light of the idea of longevity discussed in the
preceding section on the authentic-like idea used to explore relationship marketing
something much more complex than the acknowledgement that authenticity and relationship
rketing develop over protracted periods of time. This has largely been explored in the
context of marketing tourism attractions, but the points are valid across any area of
oulding (2000) provides a comprehensive analysis concerning ways in wh
heritage is actively marketed and how authenticity is crucial to that. There is some work
this to the specific setting of relationship marketing, but it is
s analysis of authenticity in the marketing of history needs to be inverted in a
sense, such that there is a consideration into the role that history plays in the marketing of
authenticity. That is not to say that some work in this area has not already been done, such as
that by Nancarrow & Nancarrow (2002). They demonstrate ways in which Coca-
develops the relationship with its customer with a crucial emphasis on authenticity
is incrementally developed through through protracted periods of time
perience of time through idealized heritages and so forth.
is developed through many iterations of a reflexive process between
The preceding sections of this paper have sought to demonstrate two things. First,
body of work that focuses on concepts and constructs that are similar to
Journal of Management and Marketing Research
The Role of Authenticity, Page 8
hey choose to take their philosophical
here is the
idea that what constitutes an authentic relationship, and the constituents of that such as trust
A further
(2003) who have
emergent. This
any resulting
attention to trying to define authenticity as a
, & Nahrgang, 2005;
Scholars of learning have also attempted to define
Herrington
These studies are an
s centred on the
that it is a fluid state, and that it is an experiential phenomenon. That is, it is
something that is experienced rather than something that has a physical manifestation. This is
Eilam (2005) who focus on the idea of authenticity being
built around self concept clarity, self knowledge and self concordance and that authentic
ss is crucial to understanding its
. There are a number of facets to the
While this idea of authenticity is vague, longevity or perceived
if authenticity were defined as a process that
continually evolves over time, this couples very neatly with the mechanic that governs
there is a considerably more nuanced way of approaching
demonstrates that authenticity, however it is
view of the past, and particularly
the idea of longevity discussed in the
like idea used to explore relationship marketing. This is
something much more complex than the acknowledgement that authenticity and relationship
This has largely been explored in the
context of marketing tourism attractions, but the points are valid across any area of
concerning ways in which
me work
this to the specific setting of relationship marketing, but it is
eeds to be inverted in a
sense, such that there is a consideration into the role that history plays in the marketing of
authenticity. That is not to say that some work in this area has not already been done, such as
-Cola
develops the relationship with its customer with a crucial emphasis on authenticity. The
ough protracted periods of time but also
ed heritages and so forth. This is
is developed through many iterations of a reflexive process between
things. First,
body of work that focuses on concepts and constructs that are similar to
authenticity, but do not quite capture all the variability of a relationship between customer
and seller. This work has concentrated heavily
has also explored the notions of longevity and ways of knowing the customer. This work does
provide valuable insight into relationship marketing and ways in which authenticity plays a
role. Second, to offer a definition of authenticity, as a means of encapsulating all of these
individual constructs and discussing
relationship between customer and seller. Th
reflexive process, whereby, the concepts of trust, longevity and knowing are incrementally
built up through multiple iterations over time. E
each construct means, as the relationship evolves
review of the various streams that
There remains much work to accomplish moving forward.
associated with authenticity has to be specified. Much of this has been accompl
Second, a theoretical model has to be specified in which independent and criterion variables
need to be identified. This model needs to integrate contributions from relationship
marketing. Finally, the model needs to be empirically tested. I
is a process, then it is will be challenging
methodology. One method would be to follow the lead of work such as that by Smith (2007)
who has acknowledged that is not possible to excavate a process as a traditional research
environment, but what is possible
provides evidence of how that process is developing over time and how i
such as trust are working within it.
Conclusion
This paper has sought to explore the notion of authenticity in relationship marketing
and to set out where there are gaps in the current literature that need to be addressed. The
rationale for doing this was to demonstrate that authenticity is an important and distinct
variable in the relationship marketing framework
academic attention. Moreover, it
a variety of academic settings. The paper began
was the right venue for discussion authenticity in its widest sense, before focusing on the
literature in this sub-discipline, and how it exami
that authenticity has several key components, and rather than being a singular state it is a
reflexive process. Beyond this it was
out authenticity as a distinct variable in the relationship marketing process
further the research agenda. It was also argued that this needs to develop into a way of
looking at authenticity in a wider context as well
Hopefully, the defining of authenticity in this pap
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Author's Biography
J. Barry Dickinson is an Assistant Professor of Business Administration at Holy
Family University, located in Philadelphia, PA. Dr. Dickinson is an accomplished
entrepreneur and concentrates his research efforts in the areas of business markets, mobile
technology, and social media.
Journal of Management and Marketing Research
The Role of Authenticity
, Saren, M. & Kyziridis, P. (1999). Antecedents and Consequences of
Marketing: Insights from Business Service Salespeople. Industrial
, 28(6), 601-611
, Tan, G. & Welge, M. (2001). Knowledge Management and data
Decision Support Systems, 31(1), 127-137.
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(2005). Understanding existential authenticity. Annals of Tourism
318.
Rethinking authenticity in tourism research. Annals of Tourism Research
J. Barry Dickinson is an Assistant Professor of Business Administration at Holy
Family University, located in Philadelphia, PA. Dr. Dickinson is an accomplished
entrepreneur and concentrates his research efforts in the areas of business markets, mobile
Journal of Management and Marketing Research
The Role of Authenticity, Page 12
Antecedents and Consequences of
Industrial
Knowledge Management and data
8(4), 425-444.
Annals of Tourism
Annals of Tourism Research
J. Barry Dickinson is an Assistant Professor of Business Administration at Holy
Family University, located in Philadelphia, PA. Dr. Dickinson is an accomplished
entrepreneur and concentrates his research efforts in the areas of business markets, mobile
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